TBWA Take The Lead on Gender Equality
The global TBWA network has released a powerful campaign in conjunction with International Women’s Day to stress the importance of recognizing women’s issues as everyone’s issues, most crucially in the workplace, and to echo the International Women’s Day 2016 dedicated theme: A Pledge for Parity. The campaign, branded “Take The Lead,” includes a poignant 2 minute film featuring men from around the global TBWA network, from all levels, specialties and backgrounds, reciting actual quotes from their female peers. The quotes were solicited via an anonymous global survey in which women in the industry were asked to voice some of the issues and injustices they have faced, or expect to face, throughout their advertising careers. Participants in the TBWA Take The Lead campaign include ad legends like Lee Clow, Jean-Marie Dru and John Hunt, in addition to nearly 100 hundred men from the TBWA network.
On March 8th, TBWA regional offices around the globe are activating the campaign both in their offices, online at takethelead2020.tumblr.com, and via social media with physical and digital posters and banners, and well as localized :15 films.
The “Take The Lead” campaign was born out of observations that, despite the recent and welcomed surge of female-focused equality initiatives, the advertising industry continues to lack the critical mass of male counterparts to champion the cause for equality. The campaign aims to emphasize both the irony of these sentiments coming from the mouths of men, and more importantly, to underscore the fact that the issues faced by women cannot and should not be challenged or changed by women alone.
“Take The Lead” is part of a larger TBWA initiative, Project 20\20, which was launched in summer 2015 as challenge to increase women in leadership roles across the TBWA network by 20% by the year 2020. The initiative, led by Erica Hoholick (President of TBWA\Media Arts Lab), charges each TBWA office to bring awareness, spark conversations and make concrete strides to achieve more balanced workplace.
Music is “Strelka” by Emilie Levienaise-Farrouch.